Television advertising remains one of the most expensive forms of consumer advertising.
The "type" of advertisement is usually defined by the medium in which it is presented. Types of advertising include: television, print, internet, billboard, direct, and covert. Each form of advertising is used by different industries for different reasons. Costs of advertising also vary significantly by type, scope, and geographic region. Non-traditional advertising such as internet and covert advertising are rising in popularity.
Print advertising includes (but is not limited to) advertising in magazines, newspapers, fliers, pamphlets, and brochures. Print advertising is one of the oldest forms of advertising, and can be highly targeted by demographic, or by geographic region through direct mailing. The cost of print advertising is generally determined by the exposure or "reach" of the publication, and by size and placement of the ad.
Broadcast
Broadcast advertising includes radio, television, and the internet. Television is the most expensive broadcast medium. The highest paid single television commercial spot in history as of July 2010, which was aired during the Super Bowl, cost $2.7 million, according to NBC.com. Radio advertisements are significantly less expensive than television. Radio audiences tend to be smaller, and are limited by geographic signal restrictions. The internet is by far one of the most efficient and effective advertising mediums for many reasons, including the fact that impressions (views) of ads are traceable.
Outdoor
Outdoor advertising includes (but is not limited to) billboards, vehicles (buses and cars), street teams, kiosks, events, and less conventional methods such as sky writing and blimps. Billboard advertising prices vary according to the amount of exposure the billboard may receive. Many companies participate in event marketing by bringing promotional teams to various events. This low-cost method is excellent for product sampling and interacting with current and potential customers.
Other Methods
Other advertising methods, such as covert ads and endorsements, are less publicized than traditional forms. Covert advertising occurs when the consumer is unaware that they are being exposed to an advertisement. Increasingly popular methods of covert advertising can be found in movies and video games, and are called product placements. If you see a recognizable brand in a movie, chances are good that the brand paid to have their product displayed.
